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Rather, he believes that the general standard of trust can be raised by collecting minimal data and having more opt-in privacy policies. Weinberg doesn’t necessarily equate not collecting data with trustworthiness. In other words, DuckDuckGo hopes to build its user base by building trust. “We think most people who use ad blockers wouldn’t mind unblocking if they trust DuckDuckGo, if they believe we have their best interests in hand, and they have experiences with ads that aren’t negative.” “People who say they hate ads are generally not that black and white they hate intrusive ads and annoying ads,” says Weinberg. According to the manifesto, acceptable ads are transparent about being ads, appropriate for the sites they’re on, and not annoying, disruptive, or shouty with their messages.

DuckDuckGo has also recently signed onto the Acceptable Ads Manifesto, along with companies like Reddit, Stack Exchange and Adblock Plus. Industry heavyweights like the Interactive Advertising Bureau (IAB) and the American Marketing Association (AMA) are working on it, of course. We’re running that course, but the time is right, now.” “If you look at history, there is usually a period where gets out of control and the industry calls for self-regulation and that doesn’t work, and then the government steps in to capture some of the negative rationalities. That’s fundamentally ridiculous,” says Weinberg. Any type of technology you can name has limits, except online advertising. “As a society, we’ve put limits on every form of technology as it’s matured: medical, financial, agricultural, nuclear. But ad blocking’s flavor of the week status has got more people thinking about privacy and tracking, which Weinberg thinks has gone way too far. That hasn’t contributed to significant growth, at least not to the extent of 2013’s Edward Snowden saga that helped grow the site by 600%. DuckDuckGo, the search engine Weinberg founded that’s famous for not tracking users, is the default search engine for the recent Adblock Browser on iOS and Android devices. With ad blockers so well-known and easily accessible, consumers are increasingly opting to use them. Gabriel Weinberg’s New Year’s resolution is to raise the standard of trust on the Internet. Losing 10 pounds, quitting smoking, saving more money, stuff like that. As 2015 comes to a close, people will soon be thinking about their New Year’s resolutions.